Pure Michigan

It was launched in 2008[1] featuring the voice of actor and comedian Tim Allen,[2] using the title song from The Cider House Rules as the background music in television commercials.

[9] The unprecedented tourism fund amount for the state allowed the Pure Michigan campaign to be broadcast on a national level beginning in March 2009.

[12] Campaign commercials and radio announcements depict Michigan as adventurous and rustic.

In August 2012, Secretary of State Ruth Johnson unveiled new license plates using the Pure Michigan logo.

[15] At the end of 2014, legislation signed by Governor Rick Snyder extended the branding to the state's heritage route program, renaming them Pure Michigan Byways.